The studio manager had two emails open. One was a dream client asking for a small discount to start next week. The other was a loyal account wanting an urgent change at the weekend. Both looked like revenue. Neither was obviously profit. Without a clear unit view of the numbers, choices like these rest on instinct and coffee. With it, they become straightforward.
Start by choosing your unit
In a service business, a unit is the simplest repeatable chunk of value you sell. Pick one that matches how work is scoped and scheduled. That might be a client month for a subscription, a project, a billable hour, a seat in a class, a visit, or a room night if you run accommodation.
Good units share three traits. They are consistent, so you can compare performance over time. They are measurable, so you can count inputs like time and materials. They are close to decisions, so the person pricing or scheduling can use them in the moment. If you run mixed work, keep two views. For example, track project units for bespoke builds and client month units for retainers.
The core equation: contribution per unit
Unit economics asks a simple question. For each unit you sell, how much money is left after the direct cost to deliver it. That leftover is contribution. It is the cash that pays for overheads like rent, software, and the owner’s salary. If contribution is consistently positive, capacity and pricing can be tuned. If contribution swings or sits near zero, the model needs work.
The formula is plain:
- Revenue per unit minus
- Variable delivery cost per unit equals
- Contribution per unit.
Variable delivery costs are the costs that rise when you deliver one more unit. In services, labour is the main one. Add any materials, travel, specialist contractors, payment fees, and platform per use fees. Treat overheads that do not change with one more unit as fixed, for example base software subscriptions or rent.
Count labour properly
Underestimating labour sinks contribution. Use an effective hourly cost, not the wage alone. Load it with super, leave, payroll tax, training, equipment, and a fair allowance for non billable time. Few people bill eight hours a day. Set a realistic utilisation target, then price to it. If a designer costs you 45 dollars an hour all in and bills 70 per cent of their time, their effective delivery cost per billable hour is higher than 45. Build that into the unit.
Scope creep also lives here. If your unit is a project, define what is inside and how change requests are priced. If it is a client month, set a clear service level. Every unpriced extra email or extra round of edits chips away at contribution.
Acquisition, retention and lifetime value
Contribution per unit tells you what a sale is worth before you count the cost of getting and keeping the client. Customer acquisition cost and retention complete the picture.
- Customer acquisition cost is all in. Include ads and software tied to lead generation, commissions or referral fees, as well as sales time. Founder hours count, even if they are not on a payslip. Put a fair hourly rate on them.
- Retention and churn matter because most services depend on repeat units. A client who stays for six months at a healthy contribution is very different to a one off job.
- Lifetime value is the contribution you expect to earn across the average relationship, minus acquisition. The payback period is how many units it takes for contribution to cover acquisition. Shorter is safer, especially when cash is tight.
For project work, think in seasons. If you win a client with a cheap first job, do you reliably win the second, larger job. If not, the initial discount may never pay back. For subscriptions or memberships, measure churn monthly and review the moments where clients leave, for example after onboarding or at month three.
Cancellations and no shows
Services are exposed to schedule volatility. Track cancellation rates and the true cost of a short notice no show. Many operators accept them as part of life. They are usually a fixable leak through better confirmation, prepayment, or waitlists. If your unit is a class or appointment, contribution depends on seat fill and cancellation discipline.
Capacity turns economics into decisions
Unit economics only becomes useful when it meets your calendar. Two simple questions bring it to life. First, is the next unit profitable on a contribution basis. Second, what does it do to capacity this week or month. If you have idle capacity, a lower contribution job can be rational. If you are at or near a utilisation target, protect high contribution work and raise prices for urgent or complex work.
Watch the bridge between sales promises and delivery capacity. Long onboarding with senior staff, heavy handovers, and repeated context switching inflate delivery cost. Tighten handoffs, standardise templates, and batch work where possible. Those moves raise contribution without raising price.
A quick example
Imagine a social media studio that sells a client month unit for a fixed fee. Direct delivery includes a strategist and a content producer. Loaded costs work out to 60 dollars an hour for the strategist and 40 for the producer. A typical month includes 8 hours of strategy and 20 of production. Payment processing and stock media add a small cost per client.
Revenue per client month might be 2,000. Variable delivery cost is 8 times 60 plus 20 times 40, plus say 50 in fees and media. Contribution per client month is the difference. If the studio spends 800 to win a client, the payback period is the number of months it takes for contribution to cover that 800. If clients stay for an average of 7 months, the lifetime value is contribution per month times 7, minus acquisition.
Now test sensitivity. What happens if scope creep adds two unplanned hours a week. What if churn rises after month two. Small changes that feel harmless often collapse payback and cut lifetime value in half.
Build a one page worksheet
You do not need complex software to start. A simple sheet does the job if it is honest and updated.
- Define your primary unit for each service line. Project, client month, seat, visit, or hour.
- List the roles that touch the unit and their loaded hourly costs. Add typical hours by role per unit.
- Add per unit materials, contractor, travel and payment costs.
- Enter revenue per unit and calculate contribution. Add a section for acquisition cost and expected retention.
- Track real outcomes weekly. Update actual hours, cancellations, scope changes, and churn. Compare plan to reality.
Common red flags, simple fixes
Chronic discounting, especially on first jobs, without a clear path to profitable follow on work. Fix by using a smaller, well defined starter unit at full price.
Overtime that props up deadlines. Fix by rescoping to match capacity and pricing urgent work higher. Overtime is a hidden variable cost that erodes contribution fast.
Onboarding that requires your most senior people for long stretches. Fix by creating repeatable assets, templates and training so mid level staff carry more of the unit.
An ill chosen unit. If a project varies wildly in effort, adopt a milestone or sprint unit. If client months swing due to seasonality, add a usage tier or cap on included work.
Make it a habit
Unit economics tells you what to sell, what to say no to, and what to change. Keep it close to the front line. Review three numbers every Friday. Contribution per unit this week, payback on new clients signed, and utilisation against your target. If they move the right way, keep going. If not, adjust scope, price, or process before the next week fills up.
